These measures consider where the web site users originate - online or offline, and what are the sites or offline media that have prompted their visit. Log file analysis can be used to assess which intermediary sites customers are referred from and even which keywords they typed into search engines when trying to locate product information. Promotion is successful if traffic is generated that meets objectives of volume and quality. Quality will be determined by whether visitors are in the target market and have a propensity for the service offered (conversion rates for different referrers). Overall hits or page views are not enough - inspection of log files for companies shows that a high proportion of visitors get no further than the home page! Differences in costs of acquiring customers via different channels also need to be assessed.
Referral mix. For each referral source such as offline or banner ads online it should be possible to calculate:
• percentage of all referrals (or visitors);
• cost of acquisition;
• contribution to sales or other outcomes.
Channel buyer behaviour
Describes which content is visited and the time and duration.
An indication of how long a visitor stays on site.
Evaluation of the customer's opinion of the service quality on the site and supporting services such as e-mail.
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